Is Coconut Water the Next Greek Yogurt?

The US coconut water category is now worth well over $400 million, an increase of well over 500% since 2010. While the category will be challenged to sustain this historic growth trajectory, much like Greek yogurt did to the yogurt category, it is already helping change the type of beverages Americans consume albeit on a much smaller scale.

A decade ago, Greek yogurt made up less than 1% of all U.S. yogurt sales. Now it makes up more than half. In doing so, not only did the Greek yogurt revolution reignite category growth, but more importantly it changed the way consumers and retailers think about the yogurt category.  More specifically, Greek yogurt accomplished three things: 

1. Boosted the category's health benefits by packing in several grams of protein
2. Became more than a meal in itself, but also an ingredient in other 
3. Broadened Americans' yogurt palates and opened their minds to other new types of yogurt (i.e., Australian, Icelandic, Asian, lactose free, sheep’s milk, goat’s milk, soy ,and Chia Pods)

In a very similar fashion, coconut water is accomplishing all three of these same results.

1. Much of coconut water's initial growth came from claims that it was a ultra-hydrating sports drink packed with natural electrolytes (i.e., potassium and sodium). While many brands have backed away from these initial claims, the category is still widely marketed as a natural beverage without artificial ingredients - which is an implicit 'better for you' health claim. And, in reality, this softer claim likely has broader appeal and relevancy among the mainstream market.
2. Coconut water is becoming increasing used as an ingredient in a broad range of meal recipes, smoothies, and cocktails, as well as, an ingredient in personal care products such as shampoo and skin care.
3. Even as the coconut category continues to mature and diversify its range of flavors, it's success has already triggered the next wave of plant-based water innovation. Many of the emerging brands in this next wave also claim to have hydration and nutrition benefits for athletes. Emerging variations include:
   • Maple Water. Maple water stems from maple tree sap and claims to be a source of manganese, calcium, and other vitamins. A few brand examples include Drink Maple, Happy Tree, Vertical Water, and Seva.

   • Cherry Juice. The largest cherry juice brand is Cheribundi. Cherry juice takes the health claims to the next level by suggesting it acts as an anti-inflammatory that helps post-workout recovery by reducing muscle pain.

   • Beet Juice. Beet juice allegedly increases blood and oxygen flow to athletes' muscles which in turn helps boost endurance.
   • King Coconut. King coconuts are related, but differ from the green coconuts used in traditional coconut water. They reportedly have more vitamin c and a softer taste profile

   
   

Going forward, its safe to assume, coconut water will benefit from the sustained upward trends of  better-for-you beverages and “clean labels”. While the category will continue to grow, its somewhat polarizing flavor profile may prevent it from ever reaching the size of Greek yogurt category in the US.  Nonetheless, coconut water is causing increasingly big ripples in the beverage category and remains a category worth watching.